Australian ecommerce has a structural advantage its retailers rarely use: the market is large enough to be worth serving and small enough that the global aggregators do not dominate every result the way they do in the UK and the US. A specialist store can hold a category here that the same store could not hold in London.
Delivery is the thing that decides the sale and it is almost never answered where somebody can find it. Distances are real, remote postcodes cost more, and a shopper in Perth is working out whether it arrives this week before they work out whether they want it. That belongs on a page, not in a checkout step.
The rest is the ordinary ecommerce job done properly: categories written to be landed on, products that are not the supplier description everybody else also published, and faceted navigation that has been decided rather than left open.
The highest-value pages in any store and usually an H1 with a grid under it. They need the copy that answers how to choose, which is what the searcher is actually asking, placed where it does not push the products below the fold.
If your description is the manufacturer text, so is everybody else’s, and Google picks the store it already trusts. Rewriting the top sellers is a finite job with a measurable return; rewriting all forty thousand is not, and nobody should pretend otherwise.
Colour times size times brand times price is combinatorial, and left open it produces more URLs than you have products. Decided per facet: indexed where people search it, crawlable but not indexed where they do not, blocked where it is noise.
A product that sold out should not 404. It should stay, say so, and offer the replacement, which keeps the links and the ranking for when it returns. Discontinued lines redirect to the closest live equivalent rather than to the home page.
Product, offer, availability, price, review, and the breadcrumbs. Correct markup is what puts the stars and the price in the result, which moves click-through more than a position does.
Measured on a category page on a phone, not on the home page on a desktop, because that is where the visitors and the abandonment are.
Sydney and Melbourne are too large to be a catchment. Pages written for the suburbs you actually serve outrank a single city page in every one of them.
Outside the capitals the same search has a fraction of the competition and frequently the same commercial value per enquiry.
Australian buyers look for a licence number for regulated trades. It belongs on the page because it converts, not because it ranks.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
+1,184% clicks against the previous period of the same length.
+1,174% clicks against the previous period of the same length.
There is no package to pick from. What the site needs is decided on a call and written down before any work starts, because a business with one location and a clean site needs a different month to an agency reselling to twelve clients.
01
Thirty minutes on what you sell, where you sell it, and what the site looks like today. No scope is written before that conversation, because the right work depends on all three.
02
What will be done, in what order, and what it costs, in writing. Nothing starts until you have agreed to it.
03
The work runs monthly and the scope changes as the site does. Cancel with 30 days’ notice.
Categories, almost always. They are what people search before they have chosen, they carry more of the revenue from search than product pages do, and there are far fewer of them, so the work finishes.
Not all of them. Rewrite the ones that sell and the ones that get impressions and no clicks. For the long tail, get the structured data and the internal linking right and leave the descriptions alone; the return does not justify the hours.
On any store with more than a few hundred products, yes, and it is usually the largest technical issue on the site. Four facets with ten values each is ten thousand URL combinations for one category, and a crawler will find them.
It stays. A page that 404s throws away every link and every ranking it earned, and if the line comes back you start again. Say it is out of stock, offer the alternative, and keep the URL.
The work is the same on any platform; what differs is where the settings live and what the platform will not let you change. Shopify has its own page because its constraints are specific enough to be worth writing out.
The city-wide terms are expensive. The suburb-level terms that actually produce jobs are not, and there are a lot more of them.
Yes, calls and email in your working hours.
Yes, and they are usually different strategies. Regional terms often move within weeks; metro suburb terms take longer and are worth more per enquiry.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
Message us
Ask anything about your site or where your enquiries are going. It goes straight to a person, not a bot. Leave an email and you get a reply.
